Intimate Lingerie Market Size, Share & Trends Analysis Report By Product (Briefs, Bras, Shapewear, Others), By Distribution Channel (Offline, Online), By Region, And Segment Forecasts, 2024 - 2030

Intimate Lingerie Market Size & Trends

The global intimate lingerie market size was valued at USD 14.72 billion in 2023 and is anticipated to grow at a compound annual growth rate (CAGR) of 9.7% from 2024 to 2030. There has been a significant shift in societal attitudes toward body positivity and self-acceptance. This has resulted in increased awareness and acceptance of diverse body types and sizes. Consumers now seek intimate lingerie that embraces their individuality, supports their body shape, and promotes self-confidence. Body positivity has compelled lingerie brands to expand their size ranges and offer a more inclusive range of products. Previously, the market predominantly focused on standard sizes; however, there is a growing demand for extended sizes, catering to various body shapes. This inclusivity has expanded the customer base and fostered a sense of empowerment and acceptance among consumers who previously felt excluded.

Body positivity has urged lingerie brands to feature a diverse range of models in their advertising campaigns. This shift from traditional beauty standards and embracing diverse body shapes, sizes, ages, and ethnicities has resonated with consumers. Seeing realistic representations of people in lingerie ads helps individuals feel more confident and comfortable with their bodies, driving them to explore and invest in lingerie that complements their unique attributes. For instance, according to a blog published by EDITED in March 2022, Gap US and Monki UK have expanded their range of underwear options in size 2XL compared to the preceding year.

Body positivity encourages individuals to embrace their bodies and express themselves freely. This newfound self-acceptance has translated into a desire for lingerie that reflects personal style and individuality. Consumers seek lingerie that aligns with their unique preferences, whether it be vibrant colors, bold patterns, or unconventional designs. This demand for self-expression has prompted lingerie brands to diversify their product offerings, catering to a wide range of tastes and styles. Body positivity promotes the idea that all bodies are beautiful and deserve to be celebrated. This shift in perspective has created a demand for lingerie that embraces and accentuates natural body features rather than conforming to unrealistic ideals. Lingerie brands are responding by designing products that flatter diverse body types, focusing on comfort, fit, and enhancing natural curves.

In addition, social media platforms have become powerful tools for spreading body positivity messages and challenging beauty norms. Influencers and content creators have played a crucial role in promoting body positivity, sharing their personal stories, and showcasing lingerie as a means of self-expression and body acceptance. Through platforms like Instagram and YouTube, they have built communities that celebrate diversity and encourage their followers to embrace their bodies, thereby driving interest and demand for inclusive lingerie options. According to an article published by EDITED in March 2022, Victoria's Secret underwent a highly visible image transformation along with expanding the availability of lingerie styles in a broader range of sizes, including fringe sizes like 2XS and 2XL, and introduced options in a 3XL. Moreover, the company appointed Remi Bader, a popular plus-size social media influencer, as its brand PINK's latest ambassador and size consultant. This move aligns with the brand's expansion into inclusive sizing for its innerwear, swimwear, and loungewear lines.

Additionally, the expansion of nude shades in intimate lingerie is playing a significant role in driving the growth of the lingerie market. This expansion is rooted in a growing emphasis on inclusivity and catering to diverse skin tones. By offering a wider range of nude shades, lingerie brands address a long-standing issue where traditional nude colors predominantly catered to lighter skin tones, leaving a significant portion of consumers underserved. The inclusion of a vast range of nude shades in lingerie options has opened up new avenues for consumers to find products that align with their individual skin tones, ultimately enhancing their sense of comfort, confidence, and self-expression. This shift toward inclusivity has resonated with consumers and attracted a more diverse customer base, expanding the market potential for lingerie brands.

By acknowledging the beauty and uniqueness of various skin tones, lingerie brands are fostering a sense of belonging and empowerment among consumers. This inclusive approach has gained traction in recent years, and digitally native brands, in particular, have championed diversity as part of their brand ethos. By offering an extensive range of nude shades, these brands have positioned themselves as pioneers in the industry, setting a new precedent for inclusivity. Moreover, the expansion of nude shades in intimate lingerie has prompted several brands to follow suit to remain competitive. U.S. brands, in particular, have witnessed a notable shift toward stocking underwear that is inclusive of darker nudes. This strategic response to evolving consumer demands has increased market share and growth opportunities for these brands.

Market Concentration & Characteristics

The intimate lingerie industry is characterized by a high degree of innovation, with companies consistently striving to introduce cutting-edge designs and materials in their products. Innovations range from advanced fabric technologies to intricate lace details and comfortable and stylish designs. The competitive landscape drives continuous improvements as manufacturers compete to offer unique and superior functionalities.

Merger and acquisition (M&A) activities have been notable in the market, with companies seeking strategic partnerships and acquisitions to strengthen their market positions. Established lingerie manufacturers often acquire emerging companies specializing in niche designs or innovative materials. These activities aim to broaden product portfolios, tap into new consumer segments, and leverage complementary expertise.

The market faces limited direct substitutes due to the specialized and unique designs and materials used in lingerie products. While there may be alternative brands and styles within specific product categories, such as different types of bras or panties, true substitutes are rare.

Distribution Channel Insights

Sales through offline distribution channel accounted for a share of 61.6% in 2023. Intimate lingerie brands and styles are predominantly found in stores that specialize in lingerie, as they offer a wide range of options to cater to various preferences and sizes. These stores often have fitting rooms where customers can try on different styles and sizes of intimate lingerie, ensuring a proper fit and comfort. Department stores may also carry a selection of intimate lingerie, usually in their dedicated lingerie section. They stock multiple brands and styles to provide customers with choices. Discount stores may carry more affordable lingerie options, but the selection may be limited compared to specialized stores.

Sales through online distribution channel is expected to grow with a CAGR of 10.1% over the forecast period. Online shopping allows customers to browse and purchase lingerie products from the comfort of their homes, eliminating the need to visit physical stores. This convenience is especially appealing when it comes to purchasing intimate items like lingerie, as it provides privacy and a more comfortable experience. Also, online retailers frequently offer discounts, promotions, and exclusive deals, allowing customers to find products at more affordable prices compared to traditional brick-and-mortar stores. These channels allow shoppers to make informed decisions based on the experiences of others as they often include customer reviews and ratings for product. This feedback can be valuable when purchasing lingerie, as it helps customers assess the quality, fit, and overall satisfaction with the product.

Regional Insights

North America dominated the market with a share of over 27.6% in 2023. This is owing to a shift towards more comfortable, body-inclusive, and comfortable lingerie in the region. There has been a growing demand for intimate lingerie that caters to diverse body types, skin tones, and sizes. Brands are increasingly focusing on offering a wide range of sizes, including plus-size and petite options, to ensure inclusivity for all customers. Consumers are prioritizing comfort in their lingerie choices. Several brands are focusing on creating designs that combine style and support while using soft, breathable fabrics and innovative construction techniques to enhance comfort levels. Consumers are becoming more conscious of sustainability and ethical production in the fashion industry. This trend has extended to intimate lingerie, with an increased emphasis on eco-friendly materials, ethical manufacturing processes, and supply chain transparency. Customers are more thoughtful about their choice of lingerie that is sustainable and long-lasting.

U.S. intimate lingerie market is considered one of the largest markets in the world and is expected to grow with a CAGR of 9.5% over the forecast period. The country has a significant consumer base and a robust lingerie industry, comprising both domestic and international brands. The U.S. has a diverse population with varying preferences and demands, leading to a vibrant market that offers a wide range of lingerie options to cater to different styles, sizes, and body types. In addition, U.K. has a strong fashion culture, and consumers in the country are known for their fashion-forward approach. The demand for stylish and on-trend intimate lingerie has contributed to the growth of the sexy lingerie market in U.K.

Moreover, the erotic lingerie market in Germany is expected to grow with a CAGR of 9.8% over the forecast period. Germany's fashion-conscious population places great importance on personal style and self-expression. Consumers in the country seek high-quality, aesthetically pleasing lingerie that complements their fashion choices and reflects their individuality. The demand for stylish and on-trend intimate lingerie has fueled the growth of the sexy lingerie market, with both local and international brands catering to these preferences.

Asia Pacific market of intimate lingerie is anticipated to grow with a CAGR of 10.2% over the forecast period. The region encompasses diverse countries with varying cultural norms, preferences, and purchasing power, making it a vibrant and dynamic market for intimate apparel. One of the key drivers of the market in the Asia Pacific is the rising disposable income and growing middle-income groups in countries such as China, Japan, and Southeast Asian nations. As incomes increase, consumers are allocating a larger portion of their budget to personal care and fashion, including intimate lingerie. This trend is fueling the demand for a wide range of lingerie products, from basic everyday essentials to luxurious and premium designs.

The sexy lingerie market in India has experienced significant growth and transformation in recent years. Traditionally a conservative society, the Indian market has witnessed a shift in attitudes and preferences towards lingerie as women embrace their individuality, self-expression, and body confidence. This changing mindset, along with increasing disposable incomes, urbanization, and exposure to global fashion trends, has fueled the demand for intimate lingerie products in the country. Additionally, e-commerce has played a pivotal role in the growth of the erotic lingerie market in China. Online platforms such as Tmall, JD.com, and Taobao have become popular destinations for consumers to purchase lingerie products. Furthermore, the erotic lingerie market in Japan is a vibrant and significant segment of the country's fashion industry. Known for its attention to detail, craftsmanship, and emphasis on quality, Japan's erotic lingerie market offers a wide range of products that cater to diverse consumer preferences

Product Insights

The briefs segment accounted for a share of 56.9% in 2023. Briefs are a type of intimate apparel typically worn by women and characterized by their waistband that sits at or just below the natural waistline. They are often made from soft and comfortable materials such as cotton, modal, microfiber, or blends of these fabrics. They come in various styles and designs, including high-cut, low-cut, bikini, hipster, and boyshorts. Briefs offer several advantages, are a practical choice for everyday wear, and are suitable for various activities, including sports and physical exercise. Briefs are gaining widespread popularity as intimate apparel due to their comfortable and functional design. Moreover, briefs are available in a range of stylish designs and colors to suit individual tastes and preferences.

Shapewear segment is anticipated to grow at a CAGR of 10.4% over the forecast period from 2023 to 2030. Shapewear has gained significant popularity and is now considered a staple in many women's wardrobes. It is designed to provide a smooth and streamlined silhouette by compressing and shaping specific areas of the body. Shapewear is typically made from a combination of elastic and stiff materials such as spandex, nylon, or latex. The elasticity allows the garment to stretch and conform to the body, while the stiffness provides the necessary shaping and compression. The primary purpose of shapewear is to target areas like the stomach, waist, hips, thighs, and chest, providing a streamlined appearance. With the growing demand for trendy and stylish shapewear designs, manufacturers focus on developing more comfortable options. New technologies and innovative designs have led to the creation of shapewear that offers both shaping benefits and comfort. Features such as seamless construction, breathable fabrics, and moisture-wicking properties enhance the overall comfort of the garment.

Key Companies & Market Share Insights

• The competitive landscape in the intimate market is characterized by intense rivalry among key players, innovative product offerings, and strategic partnerships. Several factors contribute to the dynamic nature of the competitive environment within this market.

• Major players in the market include well-established brands with a global presence. Companies like Victoria's Secret, Zivame, Gap, Inc., Triumph International, Calvin Klein, and WACOAL HOLDINGS CORP are among the leaders, offering a wide variety of intimate lingerie. These brands leverage their strong brand recognition, extensive distribution networks, and research and development capabilities to maintain a competitive edge.

• In June 2023, Victoria’s Secret and Amazon Fashion collaborated to improve the shopping experience for customers. The collaboration will include over 4,000 fashion items from Victoria's Secret and PINK, including panties, bras, swimwear, loungewear, and sleepwear. Particular bra and apparel styles will also be available on Amazon Prime’s Try Before You Buy program.

• In May 2023, Triumph Group established a two-year partnership with ZS, a renowned management technology and consulting firm. The collaboration aims to enhance customer engagement through personalized interventions using ZS's advanced software-as-a-service product, Personalize.AI. By leveraging artificial intelligence (AI) technologies, Triumph seeks to gain insights into customer purchase behavior, leading to improved sales and a more tailored shopping experience.

• In February 2023, HanesBrands Inc. launched the Hanes Originals collection, which encompasses a range of innerwear for women, men, girls, and boys, including bras, underwear, T-shirts, and tanks. The collection is a fusion of vibrant patterns and colors and innovative fabrics. It includes men's boxer briefs and trunks in youthful prints, modern fits, and lower rise, as well as women’s bra-tops, bralettes, boyshorts, bikinis, and thongs in seasonal prints and a soft cotton blend.

Intimate Lingerie Market Report Scope

Global Intimate lingerie Market Report Segmentation

This report forecasts revenue growth at global, regional & country levels and provides an analysis on the latest trends and opportunities in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global intimate lingerie market based on product, distribution channel, and region:

• Product Outlook (USD Million; 2018 - 2030)

  • Briefs

  • Bras

  • Shapewear

  • Others

• Distribution Channel Outlook (USD Million; 2018 - 2030)

  • Offline

  • Online

• Regional Outlook (Revenue, USD Million; 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • U.K.

    • Germany

    • France

    • Italy

    • Spain

  • Asia Pacific

    • China

    • India

    • Japan

    • South Korea

    • Indonesia

  • South America

    • Brazil

  • Middle East & Africa

    • South Africa